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Issue 105 November 2018
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WATCHING OUR FIGURES Australia has a long history of media integrity, across all sectors of journalism, to the extent that the nation’s newspapers and magazines are trusted sources of information and largely immune to the “fake news” phenomenon. However, that trust is becoming eroded in certain sectors by some media that are seeking to reduce costs by cutting corners on their circulations. Josanne Ryan is CEO of the Audited Media Association of Australia, the body that scrutinises and certifies the circulations of all types of media in Australia. And she has noticed that an alarming number of magazines are allowing their
memberships of the organisation to lapse, meaning that their circulation claims are unverified. Ryan says that independent research conducted for the AMAA over the last 3 years shows that agencies and marketers acknowledge that media audit and independent validation of digital data is an essential factor in building trust between ad trading partners. “Trust almost doubled for print titles that
The audit process is quite straightforward for a publication like Industry Update using the CAB metric that has been in use since 1957 to create verified distribution data, delivering credibility to the media industry. The audit verifies proof of printing followed by proof of distribution, and distribution method, to establish the average net distribution per issue. The audit looks at every issue published in the audit period, which is usually 12 months. Continued page 6
AUSTRALIAN OPENING SURPASSES GERMAN EXPECTATIONS It’s less than a year since Lapp Australia started trading, but the company has swiftly established itself in the local market, with significant penetration in sectors such as food and beverage, manufacturing, solar, sound and stage production, electrical contracting, machine building and automation. When the company was officially launched in February 2018, the investment was seen as a vote of confidence in the Australian market from one of Germany’s major suppliers of cables, interconnection and automation products. And that commitment has already paid off in the first nine months of trading.
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were audited versus non-audited,” she says.
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